The Theatrics of Fashion Week

Fashion Weeks in London, New York, Paris, and Milan, collectively known as the Big Four, are global fashion events that showcase designer work and forecast upcoming trends. These events not only feature new designs and talents but also iconic celebrities, making them highly anticipated in the fashion world. Members of the public are keen to spot their favourite celebs and see what they are wearing. London Fashion Week in September 2023 still featured all of this but came with standout moments and fit the theatrics of its location, being near London’s Theatreland.

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If one were to head up one of the tube escalators in central London, you are bound to be met with several adverts, predominantly for the many musicals and plays that fill London’s West End, and that would be considered the norm. However, this type of advertising was not considered for a single brand and certainly became a hot topic over the last week due to their advertising approach. The fashion brand Burberry paid for the temporary renaming of Bond Street Station. This led to the rebranding of the station roundels and instead featured Burberry’s iconic blue and the new name of Burberry Street Station. While it has been controversial, with many finding it unnecessary and stressful for those unaware of the change, it has certainly captured people’s attention and got people discussing the brand.

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It wasn’t only marketing that caught people’s attention at this season’s London Fashion Week, but the catwalks themselves pushed the boundaries in comparison to what many may consider the stereotype. Theatrical elements are not uncommon at fashion events. In 2015, Gareth Pugh created a live immersive experience for attendees of New York Fashion Week, and in 2005, Alexander McQueen commissioned a gigantic chessboard that displayed his most iconic looks. Every time a designer decides to push the envelope, it is an exciting experience and something people remember going forward and will chat about on the way home.

As mentioned in The Guardian, many of the catwalks at LFWSS24 were intertwined with performances or had a different perspective on how to show and display fashion, as well as how some audiences will be physically viewing it. Designer Matty Bovan had guests backstage watching the show while having their dinner, while other designers, such as Patrick McDowell, had choreographed dancers appear on the stage inspired by Rambert’s ‘A Tragedy of Fashion.’ While the performance aspect of the show may share similarities with the Victoria's Secret Show (which is making its return soon), it is unique and stands out. Something people will discuss and remember as time moves forward. McDowell has been quoted in The Guardian as saying, ‘“It sells clothes indirectly but it’s not people literally sitting there writing numbers down and ordering anymore. It’s about a kind of spectacle and show and creativity, [so] it feels natural that that will kind of tie into performance.”

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The fashion industry's focus on creating unique and standout experiences at fashion weeks is on the rise. As brands aim to go viral and impress a global audience, the line between fashion and performance blurs. While this may become more common in the future, the Big Four Fashion Weeks will undoubtedly remain in the spotlight, captivating fashion enthusiasts worldwide.